Site Surf ~ Case Study
Challenge
A global CPG firm needed a web-based solution to measure and track overall brand health among women who have colored their hair in the last 12-months. Beyond measuring the firm's overall brand health, the solution needed to also provide key comparisons to competitive brands and deliver key brand information to managers in real-time. The firm also needed the solution to measure brand health among their email members as well.
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The firm launched a series of online surveys to their email members combined with the EZ Views reporting platform, which revealed key brand attributes.
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The firm discovered that the brand affinity was 22% higher amongst their customers who were also email members, this was true for retention and satisfaction as well - this proved an ROI which cleared the way for additional email marketing programs
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The firm also discovered however that their customers did not understand how their brand truly differed from their direct competitors. As a result, key attribute information was included in all following print ad campaigns.
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